Brand Guidelines updated 10/17/17

Transcription

1 Brand Guidelines updated 10/17/17

2 ACR Homes Visual Brand Guidelines Hello, Introduction 01 The ACR Logo The Basics 02 Space, Size, Orientation 03 Color 04 Misuse 05 Colors 06 Typeface 07 Additional Elements 08 Taglines 09 Social Presence and Flyers 10 Trademark Legal 11 Contact 12 This is ACR Home s visual style guide. This manual covers most, but not all instances that the brand may be presented in. This manual will strictly cover the use of ACR s brand and social presence. These guidelines should be followed and executed as shown without variation to establish and preserve brand integrity for the ACR Homes brand. Keeping a clear perception and uniform presentation of the brand will strengthen its presence throughout the years. 1

3 Logo The Basics The ACR Homes logo is a powerful symbol that represents ACR s core values. The logo stays in line with past logo designs, but is modernized and helps to show ACR is not a construction company. Here are some rules of the road when using our logo. Only show the ACR logo in ACR blue or white. You can use black for black and white documents in place of ACR blue. Don t alter, rotate or modify the logo. Don t animate the logo other then a fade in or out in videos. Don t accessorize the logo. Don t overemphasize the logo. Don t use previous versions of the logo. Follow the clear space guidance in this document. 2

4 Logo Clear Space, Size, and Orientation When you re using the ACR Homes logo with other graphic elements, make sure you give it some room to breathe. The empty space around the logo should be at least the width of the o in Homes, as pictured. To ensure the logo maintains its visual impact, do not go any smaller than 48 pixels wide. You must still be able to read ACR Homes. 48 pix The logo contains two elements: the icon and the typeface. These two elements can be oriented in one of two ways; with the icon on the left and with the icon on the top. Do not resize or reorient them otherwise. Use the left orientation primarily. Use the top orientation when necessary. Do not use the icon by itself. Please refer to the downloadable logos at 3

5 Logo Color The ACR Homes logo is always either ACR blue or white. You can use black in place of ACR blue for black and white documents. It must be legible and maintain the integrity of its form. When placing the logo on an image, always use the white logo version. For images with a light background, we suggest applying a 10-20% black tint to the entire image to maintain legibility of the white logo. And never show the ACR Homes logo in any other colors. Blue logo on white/cream background. White logo on any ACR color (except cream). White logo on image background with 10-20% black tint. Black logo on white paper. 4

6 Logo Misuse Use old logos Add drop shadow Add special effects Skew, Stretch, Rotate Change Orientation Add elements Personify Use ALL CAPS Use wrong font Use multiple colors u h G ACR HOMES ACR Homes ACR Homes 5

7 Color Primary ACR Blue Print (CMYK) Screen (RGB) #277dc1 Pantone 299 U Secondary Dark Blue Green Print (CMYK) Screen (RGB) #0a1d31 Pantone 2965 U Print (CMYK) Screen (RGB) #5da14b Pantone 368 U Yellow Print (CMYK) Screen (RGB) #fcb715 Pantone 115 U Orange Print (CMYK) Screen (RGB) #e75132 Pantone 7417 U Cream Print (CMYK) Screen (RGB) #ece9e1 Pantone Warm Gray 1 U 6

8 Typography Our Typeface There are three fonts that are used with the ACR Homes brand. Klinic Slab is the main typeface and is used for headlines and body copy, however it is only useable within the company s design team. If you are a designer, printer, or other professional working alongside ACR, us at brandguidelines@acrhomes.com. If you are creating your own materials for recruiting purposes, please use our free alternate font: Roboto Slab. (see below) Lemon Bird and Playlist are to be used only for phrases that reinforce ACR Homes core values and beliefs. They are used to create headlines or titles. Use these typefaces when working directly with the ACR Homes brand. ACR approved fonts are available at: Klinic Slab Klinic Slab Light Klinic Slab Light Italic Klinic Slab Book Klinic Slab Book Italic Klinic Slab Medium Klinic Slab Medium Italic Klinic Slab Bold Klinic Slab Bold Italic Lemon Bird Playlist 7

9 ACR Brand Style Additional Elements There are a variety of other elements useable to enhance the intrigue of the ACR brand. The first is known as the Playlist Ornaments, and can be found by selecting your font as Playlist and your style as Ornament. These fun icons ought to be used sparingly, but in a way that enhances the original message. The second element is the brush stroke. This should only be used to emphasize titles. The last element is the pattern. This pattern of fun objects can be used as a background and should be used least often. These are available for download at: abcdefghijkl mnopqrstuv qxyzabcdef GHIJKLMNO PQRSTUVQX 8

10 ACR Brand Style Taglines ACR Homes uses different taglines for specific purposes. Each tagline should be applied appropriately. They fit into 4 different prioritized categories: Medical, Meaningful, Core Values, and Star Tribune. Unparalleled Patient Care is ACR s most used tagline. It should be used when no other context is available, as communicating the medical nature of ACR is top priority. Meaningful Life-Changing Work is used to when ACR s medical priority is met. Acceptance Communication Respect is used when ACR s medical and meaningful priorities are met. The Star Tribune tagline is used when advertising ACR s hiring opportunities. It changes depending on the outcome of the Star Tribune s Top Workplace Survey. Medical Unparalleled Patient Care Exceptional Direct Care Experience Hands-On Medical Experience Meaningful Meaningful Life-Changing Work Making a Difference in the Lives of People with Disabilities Internships that Impact Core Values Acceptance Communication Respect Work in Your Neighborhood All Life is Valuable Star Tribune (2017) Voted by Employees #1 Workplace 2 of the last 4 years! 9

11 ACR Brand Style Social Presence and Flyers ACR Homes social presence is to be one unified throughout various social channels. The first type of post focuses on ACR s brand statements and photography. These are to reinforce and communicate ACR s brand to a larger audience on social media. The second type includes any printed flyers and materials. See our brochure for quality examples. Make sure to include contact information and a call to visit the website. Be sure to follow this style as closely as possible to ensure consistency to our brand. The third type includes use of awards from the Star Tribune. Only apply as many as three banners to display ACR s presence within the Top Workplace community. On any material used for hiring purposes, you must include EEO/AA Employer. 10

12 Legal ACR Homes Trademark Guidelines By using the ACR Homes trademarks in these Brand Guidelines, you agree to follow these ACR Homes Trademark Guidelines (the Guidelines ) as well as our Terms of Service and all other ACR Homes rules and policies. ACR Healthcare Group ( ACR ) reserves the nright to cancel, modify, or change this policy at any time at its sole discretion without notice. These Guidelines apply to your use of the ACR trademarks. You may use the ACR trademarks solely for the purposes expressly authorized by ACR. Strict compliance with these Guidelines is required at all times, and any use of the ACR trademarks in violation of these Guidelines will automatically terminate any license related to your use of the ACR trademarks. If you have any questions about these Guidelines, please contact brandguidelines@acrhomes.com 1) You may not alter the ACR trademarks in any manner, including, but not limited to, changing the proportion, color or shape of the ACR trademarks, or adding or removing any elements from the ACR trademarks. 2) You must display the following statement in any marketing and hiring materials that display the ACR trademarks: ACR Homes is an EEO/AA Employer. 3) You may not use the ACR trademarks in any manner that implies sponsorship or endorsement by ACR without an express written permission and license from ACR. 4) You may not use the ACR trademarks to disparage ACR, its products or services, or in a manner which, in ACR s sole discretion, may diminish or tarnish ACR s goodwill in the ACR trademarks. 5) The ACR trademarks should not be placed in any way that interferes with the readability or display of the entirety of the ACR trademarks. 6) You acknowledge that all rights to the ACR trademarks are the exclusive property of ACR, and all goodwill generated through your use of the ACR trademarks will inure to the sole benefit of ACR. You will not take any action that is in conflict with ACR s rights in, or ownership of, the ACR trademarks. ACR reserves the rights, exercisable at its sole discretion, to modify these Guidelines, the Brand Guidelines, and/or the ACR trademarks at any time and to take appropriate action against any unauthorized or non-conforming use of the ACR trademarks. 11

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